Lots of focus of his talk was on curation of social media. Example: Purina Pet Charts – Purina finds the best pet-related content for it. This is a good one. I saw this awhile ago but didn't know it was still going strong. They then let people know they made the Pet Charts, driving more people to create content to rank for it and submit it. It brings people into the community.

Another example: Champion's Homestyle Sports. Check what everyday athletes are doing online. Guys show their quasi-sport stuff on YouTube and share it.